What Facebook Ads Actually Do for Your Business (+ What to Expect From Them)
If you’re a contractor, trades business, or service-based company, chances are you’ve thought this at some point:
“I’ll just throw $200 into a Facebook ad and get a bunch of leads.”
We get it. On the surface, Facebook Ads seem simple. Set a budget. Pick a photo. Hit publish. Wait for the phone to ring.
But here’s the honest truth:
Facebook ads don’t work the way most business owners expect them to.
And if you understand their real purpose, you’ll make smarter decisions — and get far better results.
Let’s break down what Facebook Ads are actually designed to do, what you should expect from them, and why one small ad spend rarely changes everything overnight.
First: Yes, Facebook Is a Pay-to-Play Platform
Let’s start with the part no one loves hearing.
Facebook (and Instagram) are built to generate revenue through ads. Organic reach continues to decline. Even if you have a solid following, only a small percentage will see your posts unless you put money behind them.
And when it comes to ads?
Budget matters.
The more you spend (strategically), the more data the platform gathers, and the more effectively it can optimize your campaigns.
A $10 boosted post won’t generate enough data for the algorithm to:
Test audiences properly
Optimize delivery
Learn who is most likely to convert
Build momentum
That doesn’t mean you need a massive budget, but it does mean that results typically scale with investment.
Facebook Ads work best when they’re treated like a system, not a one-off experiment.
The Biggest Misconception: “I Should Get Leads Immediately”
This is where expectations often get misaligned.
Many contractors expect someone to:
See an ad once
Click it
Book immediately
That can happen — especially with lower-cost or urgent services — but it’s not the norm.
Historically, marketers referenced the “Rule of 7,” which suggested a consumer needed to see a message seven times before taking action.
Modern research shows it’s often more.
Today, it can take 8 to 20+ touchpoints before someone feels comfortable making a decision — especially for higher-ticket services like remodeling, roofing, construction, or specialty trades.
The higher the price and complexity, the more trust is required.
And trust takes exposure.
What Facebook Ads Often Do Instead
If someone doesn’t book directly from your ad, that doesn’t mean the ad failed.
Often, here’s what actually happens:
They see your ad.
They don’t click, but they remember your name.
A week later, they see one of your organic posts.
Then they check your website.
Maybe they see a Google search result.
Maybe a retargeting ad follows them.
Maybe they ask a friend.
Then they reach out.
By the time they contact you, they may have seen your brand 10+ times.
But they won’t say: “I saw your Facebook ad 12 times and that’s why I’m here.”
They’ll say: “I’ve been seeing you around.”
That’s brand awareness at work.
Awareness Comes Before Conversion
In saturated markets — and let’s be honest, most local trades are competitive — people don’t hire the first name they see.
They hire the one they recognize.
The one that feels familiar.
The one that seems established.
Facebook Ads are incredibly effective at building that familiarity.
When paired with:
Consistent organic content
A professional website
Google presence
Strong reviews
…ads amplify everything else you’re doing.
They warm up the audience before the sales conversation ever happens.
If you haven’t read our post on building trust before the first conversation, it ties directly into this: How to Build Trust Through Social Content
Why Low-Budget, One-Off Ads Rarely Deliver Big Results
Here’s what we see often:
A contractor runs one ad for $75.
It runs for five days.
It gets some clicks.
No immediate bookings.
Conclusion: “Facebook Ads don’t work.”
But here’s the reality.
That ad likely:
Increased brand recognition
Introduced your business to new people
Contributed to future decision-making
Played a role in awareness
It just wasn’t designed (or funded) enough to close the deal alone.
Ads work best when they:
Run consistently
Retarget viewers
Reinforce messaging
Support a larger marketing strategy
One exposure rarely changes behavior anymore.
Repetition does.
High-Ticket Services Require More Touchpoints
If you’re selling:
Remodels
Roof replacements
Major home services
Large-scale construction
You are not selling an impulse purchase.
The decision involves:
Budget considerations
Family discussions
Comparison shopping
Risk assessment
That means your marketing needs to show up more than once.
Expecting someone to see a $10,000-$50,000 service ad once and book immediately isn’t realistic in today’s market.
But seeing your name repeatedly across platforms? That builds confidence.
So What Should You Expect From Facebook Ads?
Here’s a healthier, more realistic expectation.
Facebook Ads should:
Increase visibility
Build brand familiarity
Support retargeting
Generate inquiries over time
Lower resistance before the first call
They are part of a system, not a magic button.
When structured properly, they absolutely generate leads. But they do it through consistency, optimization, and strategic exposure.
The Real Purpose of Facebook Ads
The real purpose of Facebook Ads isn’t instant results.
It’s momentum.
It’s staying in front of your audience.
It’s building recognition.
It’s shortening the decision-making cycle over time.
It’s supporting everything else in your marketing ecosystem.
When contractors understand this, they stop feeling frustrated and start using ads strategically.
Final Thoughts
If you’re running ads expecting overnight results from a small, one-time budget, you’ll likely be disappointed.
If you run ads as part of a long-term visibility and trust-building strategy, you’ll see the difference.
At Red Ball, we don’t treat ads like a gamble.
We treat them like a system that’s build around your budget, your goals, and your market.
Because in today’s saturated world, visibility isn’t optional.
But expectations need to be realistic.
And when they are, Facebook Ads become a powerful tool rather than a frustrating experiment.
